> For the complete documentation index, see [llms.txt](https://www.information-architecture.world/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://www.information-architecture.world/wiad-organizer-guide/branding-marketing-+-promotion/local-marketing-strategy.md).

# Local marketing strategy

Promote your event with clear information, consistent messages, and focused outreach. Use your WIAD event page as the source of truth.

Keep the event page current as plans develop. Link every campaign back to registration or event details.

Review [WIAD website presence](/wiad-organizer-guide/branding-marketing-+-promotion/updating-the-wiad-website.md) before publishing your campaign.

### Build your plan

Define these four elements before promotion begins:

1. **Audience:** Identify the communities most likely to attend. Consider information architects, designers, students, researchers, and local partners.
2. **Message:** State what the event offers, who it is for, and why it matters now.
3. **Channels:** Choose the social, email, and in-person channels your audience already uses.
4. **Measure:** Track registrations, referral sources, email clicks, and post engagement.

Check local event calendars before selecting campaign dates. Avoid competing with relevant community events when possible.

### Shape your message

Lead with the value attendees receive:

* Meet people who share knowledge and shape information architecture.
* Learn practical ideas, methods, and perspectives.
* Join a welcoming, inclusive local community.

Support that message with event-specific details. Share the global theme, program highlights, presenters, venue, and registration deadline.

### Promote through your networks

Use the channels your audience trusts. Coordinate posts with your team so each message has a clear purpose.

* **Social media:** Announce milestones, presenters, program updates, and registration reminders.
* **Partner communities:** Ask local organizations to share your event through their newsletters, communities, or event calendars.
* **In-person outreach:** Share flyers, stickers, or event details at relevant meetups and gatherings.

Use [Social media channels](/wiad-organizer-guide/branding-marketing-+-promotion/social-media-channels.md) for global tags, campaign hashtags, and account support.

### Create useful content

Give people a reason to engage before they register. Share content that connects the global theme to local interests.

* Link to recordings, articles, or takeaways from previous events.
* Introduce speakers and explain what attendees will learn.
* Publish a short article about the theme or your local community.

Focus on useful, specific information. Avoid publishing content only to fill a schedule.

### Keep promotion accessible

Make every campaign easy to read and act on:

* Put the event date, location, and registration link in post text.
* Add alt text to meaningful images.
* Use sufficient color contrast and descriptive link text.

Review [Keep accessibility in mind](/wiad-organizer-guide/branding-marketing-+-promotion/updating-the-wiad-website/keep-accessibility-in-mind.md) before publishing.

### Review and adjust

Review results weekly during your campaign. Increase effort on channels that drive registrations. Update messages that do not earn attention or action.

Record what worked for the next local team. Note successful channels, partners, messages, and campaign timing.